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L`e c`adden_e o^ ondine eonetiration O`en di_ital content firkt ei_rated vigorou sly fou gh t t o ensu re view ers T h e research sh ow s not iceab le disparit y online, many creat ive companies cont inu e t o pay for t h eir creat ive w ork s. b et w een free and t ransact ional online made t h e st rat egic decision t o mak e P roviding h igh - q u alit y , valu e- added b eh aviors. O f cou rse, in most cou nt ries, mu ch , if not all, of t h eir cont ent free t o cont ent w ill b e crit ical t o persu ading people lik e free online cont ent . T h e graph conkmeerk& Eany noo face t`e difficmlty online view ers t o pay for w h at t h ey b elow sh ow s t h e average penet rat ion of t ry ing t o persu ade consu mers t o pay w at ch or list en t o. Creat ive and cu lt u ral levels of free online act ivit ies — su ch as for somet h ing t h ey h ave h it h ert o b een companies need t o b et t er u nderst and reading new s, gaming, w at ch ing videos, accessing for free. Consu mer resist ance t h e fact ors t h at det ermine consu mers’ accessing social net w ork s and b logging — is st rong. N ew spapers and radio oft en w illingness — or relu ct ance — t o pay for in each of t h e cou nt ries st u died. offered free online cont ent , w rongly online cont ent . P enet rat ion levels varied from 7 0 % in b elieving t h at advert ising revenu e S ou t h K orea t o 4 3 % in J apan. T h e U S oomld Zecoee kmfficient to cover neok% =Q `ak ktmdied t`e online and ofÖine h ad an average penet rat ion rat e of 5 7 % gat h ering cost s. S imilarly , mu sic sit es media h ab it s of consu mers in 1 2 cou nt ries and w as t h e only non- emerging cou nt ry oft en made recordings availab le for free, arou nd t h e w orld t o b et t er predict w h ere aeon_ t`e toh five& in a move designed t o t ak e t h e w ind paid cont ent st rat egies are more lik ely t o ou t of pirat es’ sails. B u t ot h er cont ent su cceed and w h ere t h ey are not . providers, inclu ding moviemak ers, h ave A verage p enetration free online activities 8 0 % 7 0 % 7 0 % 6 1 % 6 0 % 6 0 % 5 7 % 5 6 % 5 5 % 5 2 % 5 1 % 5 0 % 4 9 % 4 8 % 4 5 % 4 3 % 4 0 % 3 0 % 2 0 % 1 0 % 0 % S ou t h Ch ina India U S B raz il It aly S pain F rance R u ssia G ermany U K J apan K orea S ou rce: Monetizing digital media, E Y , 2 0 1 0 In a recent N ielsen su rvey , 8 5 % of t o pay for cert ain cat egories of cu lt u ral int ernet u sers said t h at online cont ent cont ent , inclu ding movies, games, T V t h at is cu rrent ly free sh ou ld remain free. sh ow s and mu sic, and less lik ely t o pay B u t , u nsu rprisingly , t h e su rvey fou nd for new s, b logs and u ser- creat ed videos. online consu mers may b e more w illing | Cultural times L`e Õrst _dobad eah o^ cudturad an\ creatine in\ustries 0-

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